Mediquip S.A. (R)

By Emeritus Professor Kamran Kashani

The case describes the selling activities of a sales engineer with respect to a key account. The loss of the order for a CT-Scanner provides the background for analyzing the dynamics of the buying situation and the salesman's handling of it. The issues raised are: Who are the cast of characters influencing the buying decision? What seems to motivate them? What sales strategy would be appropriate.
KeywordsCorporate Buying, Industrial Selling, Marketing, Medical Diagnostic Equipment
SettingsGermany
TypeField Research
Copyright©1998
Available LanguagesEnglish, Spanish
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Reference: IMD-5-0395

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Reference: IMD-5-0395

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